“Customer Stories: How to Unlock an Abundance of New Content”
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You tell your story best, right? Not always. Your existing clients and customers can often provide inspiration for your most powerful content and story ideas. That is, if you let them. This session will help you discover compelling and engaging new content that literally speaks the language of your best customers. See real-life examples of customer-inspired content, how they evolved and how to weave similar storytelling techniques into your own organization’s content marketing.
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“Customer Stories: How to Unlock an Abundance of New Content”
- 1. Customer Stories: How to Unlock an Abundance of New Content Deana Goldasich Well Planned Web, LLC @goldasich • #cmworld @goldasich • #cmworld
- 2. Customer Stories 1. Introduce 2. Shut Up 3. Get Out of the Way @goldasich • #cmworld
- 3. Customer Stories “Brilliance” Is Less About How Well You… Create Imagine Dream Direct Customer Stories Can’t Come From a Controlled Vision @goldasich • #cmworld
- 4. Customer Stories “Brilliance” Is More About How Well You… Facilitate Capture Glean Listen Customer Stories Become Your Story. @goldasich • #cmworld
- 5. Do Customer Stories Really Matter? #1 Challenge for Content Marketers today: Producing content that engages prospects —B2B Content Mktg: 2012 Benchmarks, Budgets &Trends @goldasich • #cmworld
- 6. Do Customer Stories Engage? 70% of Content Marketers say: Case Studies are ―Effective‖ or ―Very Effective.‖ —B2B Content Mktg: 2012 Benchmarks, Budgets &Trends 8 out of 10 consumers say that opinions and recommendations from people they don't know indicate brand quality and Business decision makers say: influence what they buy. Friends & colleagues are the #1 influencer of B2B purchase decisions. — Bazaarvoice Survey @goldasich • #cmworld
- 7. Do Customer Stories Really Matter? #2 Challenge for Content Marketers today: Producing enough content —B2B Content Mktg: 2012 Benchmarks, Budgets &Trends @goldasich • #cmworld
- 8. 1 Customer Story 2 White Papers 3 Case Studies 9 Blog Posts 2 Infographics 10+ External Drip 11 Testimonial Quotes Emails 1 Internal Customer Email @goldasich • #cmworld
- 9. • 3D Interactive Animations • 3D Cutaways / Exploded Views • 3D Product Images/Spinners • Interactive Floor Plans • Architectural Renderings • 3D Set Shots / Interiors @goldasich • #cmworld
- 10. Multiple Stories = Abundant Content! COMPANY CUSTOMERS @goldasich • #cmworld
- 11. Position Your Customer. Not Your Brand. ( Psst! It’s not about you. ) @goldasich • #cmworld
- 12. Positioning Your Customer 1. Make the customer the HERO. – They saved the day. – They came up with the You may have created the solution, but your customer owns the solution. experience. – They reaped the rewards. @goldasich • #cmworld
- 13. Positioning Your Customer 1. Make the customer the HERO. Whirlpool Quote: “In our dishwasher animation, you actually see the tool going in, tightening bolts, connecting wires, and showing how everything works together. @goldasich • #cmworld
- 14. Positioning Your Customer 1. Make the customer the HERO. Whirlpool Quote: “We realized you don’t want a person in the demonstrations because they take up too much real estate – especially when your customer is viewing the demo on a small screen like a smart phone.” @goldasich • #cmworld
- 15. Positioning Your Customer 1. Make the customer the HERO. Whirlpool Quote: “Feedback from our consumers is that the animations are great. In fact, they’re asking us to add interactive animations to our product Use and Care Guides.” @goldasich • #cmworld
- 16. Positioning Your Customer 1. Make the customer the HERO. Mentions of “Whirlpool” (customer) = 24 Mentions of “MediaLab” = 1 Check the ratio of Company to Customer mentions @goldasich • #cmworld
- 17. Positioning Your Customer 2. Make the customer RELATABLE. VS. Who would you rather meet? @goldasich • #cmworld
- 18. Positioning Your Customer 2. Make the customer RELATABLE. “The past solution “It just wasn’t the ‘wow’ was less than ideal.” we had hoped for. We felt stuck.” @goldasich • #cmworld
- 19. Positioning Your Customer 2. Make the customer RELATABLE. “We found a program “We finally found a that satisfied the better way…and no more leadership team.” tug-of-war between departments.” @goldasich • #cmworld
- 20. Positioning Your Customer 2. Make the customer RELATABLE. “We saw a 76% lift in “Our team was floored. sales within the first 26 75% lift in sales? We days.” hadn’t seen that kind of spike in five years.” @goldasich • #cmworld
- 21. Positioning Your Customer 3. Make their story RELEVANT. @goldasich • #cmworld
- 22. Positioning Your Customer Make Them: 1. Hero 1. Relatable 2. Relevant @goldasich • #cmworld
- 23. Gathering the Story Think Like a Reporter. Not a Writer. @goldasich • #cmworld
- 24. Research “Who should we talk to on the customer side?” Ask your “front line”: – Sales people – Customer Service reps – Account Managers – Social Media managers @goldasich • #cmworld
- 25. Research: Who Should Conduct the Interview? – Sales people – Customer Service reps – Account Managers – Social Media managers You want the 30,000 foot view. Don’t send someone who’s on the front line. @goldasich • #cmworld
- 26. Research: Who Should Conduct the Interview? – Content Producers – Content Managers – Facilitators – Storytellers – Outside Agencies @goldasich • #cmworld
- 27. Prepare to Listen The Assumed Story The Surprise Story @goldasich • #cmworld
- 28. Prepare to Listen Assumed Story: • Cost Savings • Simplified Process • Smooth Product Launch Surprise Story: • Haven-like environments impossible without 3D Set Shots • Not locked into one vision • Control over every detail • Using images everywhere — even as art at corporate and showrooms. @goldasich • #cmworld
- 29. Prepare to Listen PREP with WIDE-OPEN "questions.” – B2B: • Tell me a little about your role at Acme. (B2B) • Describe the biggest challenge you face in your role. • Explain how your team is organized. (B2B) • Describe why you decided to start researching “X.” – B2C: • Tell me about your family/car/dog/skin • Explain your desire for a better “X.” (B2C) • Describe how/why you decided to start shopping for “X.” @goldasich • #cmworld
- 30. Prepare to Listen PREP with FOCUSED questions. (then hope you won’t need them) • What made you decide to consider [company]? • What was your experience with [company]? Who did you work with? • You mentioned your prior search for “X” was “fruitless.” Can you tell me more about that? Relevant questions draw out relevant stories. @goldasich • #cmworld
- 31. Get Comfy • Set the stage. – Introduce yourself – You’re here to hear their story. – Tangents are welcome. – Use questions as a reference… not a form. Facilitate. Don’t interrogate. @goldasich • #cmworld
- 32. Interview • The Extremes: – Low Energy / Quiet • Bring your energy to the table • Linger on open-ended questions • Shy = Dry: Make it a brag- safe environment @goldasich • #cmworld
- 33. Interview • The Extremes: – High Energy / Talkative • Meet their energy level. • Focused questions keep things on track (relevant) • Let them talk! Keep `em focused. @goldasich • #cmworld
- 34. Record It! • Let’s you be a reporter, not a secretary • Keeps it relaxed, conversational • Let’s you bite off more than you can chew Sound (you can chew it later!) Note @goldasich • #cmworld
- 35. Unfold the Master Story • Transcribe First! • Highlight: • Sound bites / Quotes • Background • Problem • Challenge • Resolution • Results • Tangents • Other relevant nuggets • Don’t fear emotional tidbits Now think like a writer! @goldasich • #cmworld
- 36. You’re Not Done Yet… @goldasich • #cmworld
- 37. Maximize Your ROI (Return on Interview) @goldasich • #cmworld
- 38. Maximize Your ROI (Return on Interview) Contribute Distribute • Build a database of • Create a tagging strategy content • Collaborate – White paper snippets – Case studies – Stats – Blog ideas – Anecdotes – Quotes – Future content @goldasich • #cmworld
- 39. Maximize Your ROI (Return on Interview) Taglaboration: n. 1. the act of tagging one’s content for easy reference, usage and love by others. @goldasich • #cmworld
- 40. 7 Customer Interviews 3 White Papers 9 Case Studies 46 Blog Posts 2+ Infographics 20+ External Drip 42 Testimonial Quotes Emails 3+ Internal Customer Emails @goldasich • #cmworld
- 41. From This @goldasich • #cmworld
- 42. To This! @goldasich • #cmworld
- 43. Deana Goldasich deana@wellplannedweb.com 813-863-1486 @goldasich • #cmworld
Notas del editor
- Imagine you run into your best customer and a prospect who you *know* would love your product or service. You need to do three things:Why?Your customer will tell their story (and your story) far better than you ever will.That prospect will listen to the customer more than they’ll listen to you.As content marketers #2 and #3 can be really hard. We want to be able to go back to the CEO, CMO, for agencies, the client … and say… look what WE created.
- Brilliance here is NOT about what we CREATE or DIRECT. Less about controlling a vision.(Don’t Start With the End in Mind)
- Brilliance here is NOT about what we CREATE. It’s about how well we FACILITATE and CAPTURE stories from others. Customer Stories eventually become your story.Devoid of writing/editing and creativity? No. Just the very LAST part of the process.
- CustomerStories directly tackle two biggest challenges faced by Content Marketers
- According to your peers, yes. Case Studies are the accepted “Gold Standard” of customer stories32% increase over prior yearDoesn’t mean 70% are actually *publishing* case studies.Yes. Because prospects are human beings. Real people. They trust WOM more than marketing. Goes for B2C and B2B.http://blog.zuberance.com/social-marketing/debunking-top-five-myths-of-b2b-word-of-mouth-marketing/
- Customer Stories directly tackle two biggest challenges faced by Content MarketersNot only do Customer Stories engage customers, a well-prepared and researched story will unlock a boatload of content opps — well beyond the case study.
- Customer Interviews / Stories:The gift that keeps on giving!
- Let’s look at the cast of characters:MediaLab (full disclosure, client of Well Planned Web)Help their customers’ customers engage with their product — full understand it.Take a consultative role/approach
- Background on MediaLab
- In order to unlock the impact of Customer Stories … and that abundance of content…positioning is critical…This can be hard to remember when you have a CEO/CMO/Client (if you’re an agency) breathing down your neck.
- Not the helpless damsel in distress.Story of customer who begged us not to make her/her department look like an idiot.Affects: Questions you askHow you introduce themAngle of the content
- Customer tells the story of the animation’s value. Not MediaLab. They’ve introduced. Shut up and gotten outta the way.Note the “our” language? Whirlpool owns the experience of learning why product animation was a fit for them.
- “People” note — something MediaLab constantly battles. Whirlpool is making the argument for them.
- Translation: MediaLab’s animations rock.
- Leads? YES!
- Difference b/w Flobot and FloResults are important.Relatability too.People often want to sound “smarter” or more “important.” NOT relatable. Break though that with relatable bite. Push for “real” speech from the customer.Don’t stop with “results” speakRound out stats, ROI and percentages with…sound bites, drama, emotion and humor.
- Difference b/w Flobot and FloResults are important.Relatability too.People often want to sound “smarter” or more “important.” NOT relatable. Break though that with relatable bite. Push for “real” speech from the customer.Don’t stop with “results” speakRound out stats, ROI and percentages with…sound bites, drama, emotion and humor.
- Difference b/w Flobot and FloResults are important.Relatability too.People often want to sound “smarter” or more “important.” NOT relatable. Break though that with relatable bite. Push for “real” speech from the customer.Don’t stop with “results” speakRound out stats, ROI and percentages with…sound bites, drama, emotion and humor.
- Difference b/w Flobot and FloResults are important.Relatability too.People often want to sound “smarter” or more “important.” NOT relatable. Break though that with relatable bite. Push for “real” speech from the customer.Don’t stop with “results” speakRound out stats, ROI and percentages with…sound bites, drama, emotion and humor.
- Remember that event?Your customer’s story may be great, but make sure you’re gleaning RELEVANT stories from them. Customer is Hero.Prospect is Audience. (MUST know your ideal audience here, people!) Personas, profiles***“Mission Critical” content.
- Best way is an interview. If it’s one-way — that’s a testimonial. To get the best story…be a reporter.
- Make this part of your culture’s DNA. Whether internal content department or external partner/agencyThose who interface with customers regularly know when there’s a story.* We create a simple online form (client extranet). Ask to fill out basics, then quick call for details. Discourage email only… dialogue = much more info.
- Notice none of those people from the prior list are on this one?Person must be VERY good at making others feel comfortable. EVEN if that person won’t be executing the content in the end — if they have the personality that people gush to, USE EM!
- Notice none of those people from the prior list are on this one?Person must be VERY good at making others feel comfortable. EVEN if that person won’t be executing the content in the end — if they have the personality that people gush to, USE EM!
- Prepare for one — hope for both.Don’t be a control freak. Welcome the detours.
- The team found that, even under ideal circumstances, it would have been impossible to arrange all eight set shots simultaneously with the homebuilders — especially since this was a new line and the product was still being designed and sourced. Basco also realized that, while building customized sets seemed to be the obvious answer, it was going to be cost prohibitive.By utilizing 3D Set Shots, we eliminated the risk of having time and resources wasted. (Client did not have to be visionary, which was a benefit/insight brought up by the client that had not been discussed previously internally. The client shed light on a new pain point our target audience faces.)Being a 3D environment, the team had control over every element. From the lighting, to the towels, to the cabinetry and showerheads — every detail fit the personality of each collection and communicated luxury.
- Notice these aren’t questions at all?Can’t be a “yes/no” answerInvites them to talk. Forces you to “shut up” Let silence happen.
- Listen through the lens of your prospect.Spend time on these… base them on homework and research. Hope you won’t need them.
- We’re just gonna have some coffee, sit back, and talk about how you kick ass.If you’re comfortable, THEY’RE comfortable.
- Make it a brag-safe environment.Help THEM see their accomplishments
- You’re a “reporter” not a secretary!Keeps you focused on interview, listening, relevancy and shifting questions.You won’t have to ask them to repeat themselves. Reminds them that this isn’t just a conversation. They’ll never say it the same way twice. Use two forms when possibleUnless you have photographic ears, just record it!Careful with videoCamera = third person in the room.
- Transcribe – good to revisit actual recording at times for voice, tone, inflectionNote content *ideas* along the way… You get to add the gorgeous glue that holds it all together! Transitions, drama — as the front-row witness to the story your customer just told you. The story won’t write itself, but you’ll have a goldmine to work with.
- Masterpiece is done! But you’re not done yet!As busy people. it’s our nature to check things off a list and move on.If you stop now, you’re creating a dead-end for your story. Get the full mileage!
- DO not be an content hoarder! YOU’RE responsible for sharing the love It’s your job to evangelize that content internally!Do it while it’s fresh. Do not launch and leave.Even in master story, you likely will never use entire interview.Enterprise uses internal systems — small to medium — consider file/workspace collaboration like CD, Box.net… there are a gazillion. Even if you are a content team of one – log it all. Your brain, sanity and content will thank you WE COLLABORATE BY TAGGING Be sure you can tag so that all is searchable.
- The best content comes through collaboration…. Or as we like to call it….TaglaborationNow when you start planning that White Paper, blog post, infographic — you’ll have a searchable database.You begin to build a collection of stories and content that grows exponentially. And REMEMBER — this is the content that resonates with prospects most.
- Customer Interviews / Stories:The gift that keeps on giving!Content that engages and resonates with prospects and customers.“Enough” Content?
- Get Ready for an editorial calendar explosion
- Doesn’t mean you’ll be less busy. In fact you’ll be inundated with content opportunities. HOW FUN IS THAT!